日期：2012年7月16日

The third chapter: LED lighting industry marketing innovation “four gold strategy”

The development of new LED Lights markets: in the countryside

With the increasing fierce market competition, many enterprises have turned to broad villages and towns and rural areas, in the construction of new countryside under the banner, townships and rural appliance and lighting products demand is increasing, the last year the “home appliances to the countryside” policy to further stimulate the demand, therefore, more and more enterprises began large-scale development in three or four levels of led tubes markets and marketing campaign.

The third chapter: LED lighting industry marketing innovation "four gold strategy"

Mid-ea microwave start to launch “fair 1000 Town Line township promotional activities, which is a popular project of the National Health advocated by the United States in the microwave cooking, organizing related activities in the 1000 township tour last year. Penetrating the “health and efficient fashion” concept into general township. The idea of Mid-ea microwave is that as a microwave oven market, in order to maintain sustainable development, must be from the industry before the vicious competition into training users to expand the market. With the helping of “home appliances”, the vast scale of the township promotion, aiming at watering trees poured root”. The only way to close to the township consumer. So that the enterprises can grasp the initiative in the future market strategy for a population of 900 million.

Mid-ea rural strategy for the LED lighting industry is undoubtedly a useful inspiration. In fact, microwave and general lighting products, led flood lights sales prices and consumer groups are almost the same. Many lighting companies stay in the city, even in the country not involved in some of the pioneer which has been making great efforts to open up three or four markets. Australia  Keshi is an important case to develop the county-level market this year. This year, Australia Keshi lighting Cultural Festival “held in the vast areas of the county, loved by the masses of entertainment and sales promotion. In fact, this is a relatively common terminal promotional activities, but OES did a lot of character, which is very effective to OKES. The sales increased significantly. The next step is to continue to push forward to the town and villages. Of course, there is a certain difficulty for lighting companies. In the township of Chinese LED lighting industry, the store is still rare.

Identification and improvement of LED lighting appliances (1)

LED is a brand new lighting technology. A complete LED product is made up by LED Lights chips, control devices and other auxiliary lighting sections, such as projectors. In this article we will do some discussion about the identification and improvement of LED lighting appliances.

A complete LED product is made up by LED chips, control devices and other auxiliary lighting sections, such as projectors.

Terms of user related to people’s lives and property:

As a type of electrical appliance, operation & safety instructions and warnings contained in owner’s manual should meet the requirement of certain international standards. In this area, Chinese products are using IEC standard. Some made-in-China standards are still referred to the relevant terms in IEC standard and ANSI standards, only some tiny differences.

 

Performance manuals for LED street lights chips, control devices and other auxiliary lighting tools:

Customers bought a product. It is the product function that they actually purchased rather than the product itself. Meanwhile, product function was normally identified by means of performance manuals. “Performance Requirements for General LED Lighting Module”, “Performance Requirements for General LED Ballasts” and “Performance Requirements for DC/AC Supplied LED Control Devices” were three most recently published performance manuals for LED lighting appliances, in which lighting efficiency, light attenuation, service life, energy efficiency and other indicators has been cleared given out. It is rather important for export products. Foreign buyers will be more concerned about product performance as well as product quality.

 

Matching requirements among LEDs, control devices and auxiliary lighting tools:

  1. Different control devices for different LED lighting sources.

Control devices served for LED lighting sources, the design of which should depend on the specific module of LED chips. In theory, safety is the most important indicator of control devices. Since the testing requirements are basically similar to other electrical appliances, it is a bit of easier for comprehend. However, the situation is much complex in matching up with LED high bay lights chips. Optical and electronic related knowledge are necessary. The working conditions of LED lighting sources are generally controlled by control devices. The matching between them is directly affect the lighting efficiency, stability of lighting sources, service life and other performance indicators which are essential for the entire system. However, it is impossible to reach 100% matching. The best matching modes currently can only make LED lighting sources perform as much as 75%-85% of original conditions.


LED bulbs will become the main stream in Japan’s LED lighting market

GFK Marketing Service Japan published a research report for LED lights sold in appliance stores in Japan last month. The result indicated that the sale of LED bulbs is around 43.5% in June this year, completely overtaking the No. 1 position of traditional filament lamps and becoming the main stream on the Japan’s LED lighting market. Meanwhile, the monthly sale of LED Ceiling Lights has taken over the traditional ceiling lamps in the form of fluorescent tubes. After the earthquake in East Japan last year, people’s energy-saving consciousness has been strengthened dramatically. This is one of the main reason for the increasingly popularity of LED lighting products in Japan. Changes are primarily showing up the stable growth of LED sales.

 GFK Marketing Service Japan published a research report for LED lamps sold in appliance stores in Japan last month.

Among all LED sales, LED bulbs took the best performance. In 2010, annual turnover of LED bulbs is only 20%, much less than 50% of filament lamps. After the East Japan Earthquake happened on 11th March 2011, the proportion of LED bulbs’ sales raised rapidly, while the sales of filament lamps dropped a lot. On May 2012, LED bulbs took over the No.1 position of filament lamps and became the best selling products among bulbs. This tendency was expected to be maintained until 2014. GFK Marketing Service Japan believed that under such circumstance, LED lighting products will not drop prices in short term. This market will remain an upswing trend until next year.

 

Same situations for LED ceiling lights, according to reports published on June 2011, LED ceiling lights shared about 15.8% ceiling lights market in Japan. This sale was increased to 42.7% on May 2012. During this period of time, the involvement of Panasonic in this area no doubt played a very important role. Since Panasonic involved in LED lighting field in 2011, the product line has been expanded. Thus in 2012, the sales of LED ceiling lights increased dramatically. The average price of LED ceiling lamps is about 38,000 yen, slipping down 9% compare with the beginning of the year. Diammable or RBG LED ceiling lights emerged in the market recently. These products are more “intelligent” and can change depending on the specific request of customers. GFK Marketing Service Japan believed that these factors are pushing users to redeem the LED ceiling.